Consumer behavior
著者
書誌事項
Consumer behavior
Thomson/South Western, c2006
10th ed., international student ed
大学図書館所蔵 件 / 全7件
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注記
Includes index
内容説明・目次
内容説明
CONSUMER BEHAVIOR, 10e offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. Blackwell keeps students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. CONSUMER BEHAVIOR 10e focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty, turning "customers" into "fans" of an organization.
目次
Part I: INTRODUCTION TO CONSUMER BEHAVIOR. 1. Consumer Behavior and Consumer Research. 2. Creating Marketing Strategies for Customer-Centric Organizations. Part II: CONSUMER DECISION MAKING. 3. The Consumer Decision Process. 4. Pre-Purchase Processes: Need Recognition, Search and Pre-Purchase Evaluation. 5. Purchase. 6. Post-Purchase Processes: Consumption and Post-Consumption Evaluations. Part III: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR. 7. Demographics, Psychographics and Personality. 8. Consumer Motivation. 9. Consumer Knowledge. 10. Consumer Beliefs, Feelings, Attitudes and Intentions. Part IV: INFLUENCING CONSUMER BEHAVIOR. 11. Culture, Ethnicity and Social Class. 12. Family and Household Influences. 13. Group and Personal Influence. Part V: INFLUENCING CONSUMER BEHAVIOR. 14. Making Contact. 15. Shaping Consumers' Opinions. 16. Helping Consumers to Remember.
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